Workplace challenges for multicultural women

Throughout the world and especially in the United States there are times of the year that focus on the celebration of diversity.  The month of March is Women’s History month and not only focuses attention on the achievements, but also brings to the forefront current issues regarding gender inequalities in the workplace and beyond.

One of the more interesting areas related to gender involve the influence of multicultural women and workplace diversity.  Globally, the acceptance and influence of women in the workplace is for the most part increasing.  In the U.S. the impact of women from multicultural segments (Latina, Asian, African American and others) is steadily increasing.  According to the Bureau of Labor Statistics the increasing percentage of multicultural women in the workplace between 2014-2024 will continually increase: Black women (+11.3%) , Asian women (+24.3%), and Hispanic women (+30.3%) while that of White women will stay similar (-2.1%).

Multicultural women gaining in the workplace

While the increase in diversity and opportunities expand there are of course well known issues such as wages and underrepresentation in leadership roles that are challenges for all women, this is even more pronounced with the multicultural segments.  For example: according to the National Women’s Law Center there is an even larger wage gap for women of color.   And as far as leadership positions are concerned women of color remain severely underrepresented as do women in general.  In the case of the low-wage workforce these groups are somewhat overrepresented making up almost half which also shows additional challenges.

Of course there are no short term solutions to the inequalities and challenges that exist, there is a benefit to paying attention to the contributions as well as the challenges that exist in the workplace and beyond.  Here are some other sources for additional information about Women’s History month as well as our Diversity calendar for 2018 to learn more about times where there will be additional focus (and advertising) centered around diverse groups.


2018 Diversity Calendar of Events

The United States is rich with diversity and if there was any question, just have a look at the diversity of our celebrations. From Martin Luther King day in January, Black History month in February, Asian-American and Pacific Islander Heritage month (May) to Hispanic Heritage month (September/October) to name just a few.

Have a look at the full break down from Diversity Best Practices and I’m sure you will find some that you weren’t even aware of (ex. Krishna Janmashtami…..will let you find that one in the list).

Here are some key ones that should be on the minds of  multicultural marketers.


January 15: Martin Luther King Day commemorates the birth of Martin Luther King, Jr., the recipient of the 1964 Nobel Peace Prize and an activist for non-violent social change until his assassination in 1968.

February is Black History Month in the United States and Canada.

February 9-25 Olympics PyeongChang:  OK, not an officially on diversity calendars, but is a celebration of diversity in athletics, athletes and cultures.

February 16: Lunar New Year, one of the most sacred of all traditional Chinese holidays, a time of family reunion and celebration. Lunar New Year is also celebrated at this time in Japan, Korea, Vietnam and Mongolia.

March is Women’s History Month.

May is Asian-American and Pacific Islander Heritage Month in the United States.


June is Lesbian, Gay, Bisexual, and Transgender Pride Month.

From September 15th to October 15th is Hispanic Heritage Month. This month corresponds with Mexican Independence Day,which is celebrated on September 16, and recognizes the revolution in 1810 that ended Spanish dictatorship.

November / December

Including the likes of Thanksgiving, Black Friday, Cyber Monday, Christmas and New Years this period is key for marketers.  After all it seems that Toyotathon is almost a national holiday.




USA multicultural delegation for the Olympics in PyeongChang

The 2018 Olympic games in PyeongChang South Korea are an exhibition of diversity in sport.  Every four years the United States has an opportunity to show the world just how diverse we are.  While the likes of Chloe Kim (U.S. born Korean American gold medalist snowboarder) are making headlines, the 2018 U.S. Olympic team is one of the largest and most diverse ever.

Quick statistics on U.S. Olympic team diversity for the 2018 Olympic games in PyeongChang South Korea.

  • 242 athletes
  • 108 female (45%)
  • 10 African-Americans
  • 11 Asian-Americans
  • 3 Latinos (plus 1 for Puerto Rico and even a Mexico athlete who grew up in the U.S.)
  • 2 openly gay athletes
  • age range 17-39

In a challenging global environment where seemingly diversity is not always welcomed, this is an area where the United States does lead and hopefully will continue.  Regardless of the medal count the stories of the Olympic games and the challenges of the athletes are always a great story.



SafeLink program: FREE minutes, text & data

Recently Alcance Media has started to work with a U.S. Government program that assists eligible families with phone, text, and data and helps families in need stay connected.  SafeLink’s Free Wireless Program provided by Tracphone Wireless in conjunction with the Lifeline government benefit program allows qualified users with an applicable mobile device to access these benefits. Through an easy online application (can be downloaded as well) you can find out quickly if you qualify for benefits.

Cell phone service: Now Free!

Online application is through the website for SafeLink’s Free Wireless Program

U.S. Census Bureau | American Community Survey

While the last United States Census was conducted in 2010 and the next is scheduled for 2020, there is the American Community Survey which is an ongoing survey that can work in conjunction with the Census data to see changes in the characteristics of the population of the United States.  This is especially useful for multicultural marketers as immigration and movement patterns are continually changing and doing so at a rapid pace.  

Portada Miami | April 18-19 2018

The tenth annual edition of Portada Miami to discuss how brands across the Americas are taking back control, from rethinking internal structures to figuring out ROI on their media ad spend, to understanding how to work with new platforms and technologies.

Portada Miami will take place in the brand new East Miami Hotel, nestled in the heart of Brickell City Centre!
Portada is introducing 1:1 meetings with senior brand and agency executives (a service available under the Premium Level Pass type).

Members of Portada’’s powerful Council System that are available for meetings include senior executives representing Abbott Laboratories, Allstate, Anheuser-Busch, Comcast, Crown Imports, Horizon Media, GroupM,  Hilton, Hyatt,  IMG, JC Penney, LatAm Airlines, L’Oreal, Horizon, MasterCard, MediaCom and Visa. More to be announced.


Festival of Media LATAM | October 29-31 2017 | Miami

Festival of Media LATAM 2017

Festival of Media LatAm welcomes the world’s most influential media minds for three days of awards, conference sessions and networking.

More than 1200 delegates including global agency CEOs and 185 of the world’s biggest brands will debate trends and insights dominating the Latin American media industry.

Event Location | Turnberry Isle Miami | 19999 West Country Club Drive, Aventura, FL . 33180

PortadaLat 2017 Conference

PortadaLat 2017 Conference | Miami | June 7-8, 2017

Portada has been the leading source of expert analysis on the US multicultural and Latin American marketing and innovation spaces since 2003. For the 9th annual edition of PortadaLat our team is gathering a unique set of key decision  makers and thought leaders in one place to share insights, brainstorm solutions and debate the future of marketing technology, digital platforms, brand marketing and more.

More information: